OpenAI restricts rival AI ad campaigns in ChatGPT

OpenAI has updated its advertising policies to bar competing generative AI companies from running ads for image- and audio-generation products within ChatGPT, according to a report by The Information.

The change was not publicly announced. Instead, it came to light after OpenAI informed advertising partners that campaigns for standalone image and voice-generation tools would no longer be approved. Doug Wyatt, Senior Director for Americas Media at Adobe, confirmed the notification to media outlets. Adobe had previously advertised its Firefly AI image generator and Acrobat Studio through OpenAI's initial advertising pilot earlier this year.

The policy shift coincides with OpenAI's own expansion into the same categories, including the recent rollout of ChatGPT Images 2.5 and ChatGPT Live voice capabilities. For now, the restriction appears limited to image- and audio-generation tools; ads for video-generation products remain permitted on the platform.

The change also extends beyond paid placements. ChatGPT has reportedly stopped returning outbound citations and external links for action-oriented image queries, such as searches for photo editors or image generators, narrowing organic discovery pathways for third-party tools alongside the paid restrictions.

OpenAI has been building out ChatGPT's advertising business as a revenue stream alongside subscriptions, given that a majority of its reported over one billion monthly users do not pay for the platform. Industry reports have pointed to OpenAI targeting an annualised advertising revenue run rate in the billions of dollars.

Restricting advertising from direct competitors is not unusual among large digital platforms and media companies, several of which maintain similar policies. Analysts covering the space note the move highlights a broader tension in OpenAI's position: it is simultaneously the operator of a major consumer platform and a competitor to many companies seeking access to its user base through that same platform.

It remains to be seen whether OpenAI will extend similar restrictions to additional categories, including video generation, as its own product capabilities and advertising business continue to expand.